Publication type: | Conference paper |
Type of review: | Peer review (abstract) |
Title: | How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME |
Authors: | Kaya, Tania Stallone, Valerio |
et. al: | No |
Conference details: | International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022 |
Issue Date: | 2022 |
Language: | English |
Subjects: | Confidential computing; Customer lifetime value; Data coopetition; Digital marketing |
Subject (DDC): | 658.8: Marketing management |
Abstract: | The authors used the constructs of the technology acceptance model to examine and investigate Swiss SMEs willingness to use a data coopetition-based customer lifetime value computing tool. The qualitative interviews revealed identifiable and actionable indications of the need for a data ecosystem that should enable the cooperative sharing of data for customer value calculations. |
URI: | https://digitalcollection.zhaw.ch/handle/11475/27750 |
Fulltext version: | Published version |
License (according to publishing contract): | Licence according to publishing contract |
Departement: | School of Management and Law |
Organisational Unit: | Institute of Marketing Management (IMM) |
Appears in collections: | Publikationen School of Management and Law |
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Kaya, T., & Stallone, V. (2022). How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME. International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022.
Kaya, T. and Stallone, V. (2022) ‘How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME’, in International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022.
T. Kaya and V. Stallone, “How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME,” in International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022, 2022.
KAYA, Tania und Valerio STALLONE, 2022. How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME. In: International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022. Conference paper. 2022
Kaya, Tania, and Valerio Stallone. 2022. “How Much Are Our Customers Worth? : Investigating the Ease of Use and Usefulness of Data Coopetition for SME.” Conference paper. In International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022.
Kaya, Tania, and Valerio Stallone. “How Much Are Our Customers Worth? : Investigating the Ease of Use and Usefulness of Data Coopetition for SME.” International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022, 2022.
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